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Netflix has quietly implemented a new logo in a trailer for their original television series, “Orange Is the New Black”. Like everyone else, they are going for a flatter look, showing a red wordmark on a white background instead of the white and black block letters on a red background. Why Netflix has refused to acknowledge this new look is anyone’s guess. Perhaps they just want to give it a test run to see how it is received. Perhaps the silence is a marketing ploy to create a buzz with the mystery. It may also signify more changes that are to come.

Opinions have varied whether the new look would be an improvement if adopted as the dominant logo for the company. I am of the opinion that the old logo is becoming iconic and does not need to be changed. I also believe the black and white on a red background properly communicates the nostalgic “cinema” feeling Netflix likely intenteded, where the new mark does not.

However, the new mark would enable Netflix to broaden their brand beyond cinema. In the “Orange Is the New Black” trailer they also show a flat white variant in the bottom right corner that is easily seen. The old logo would be more difficult to translate to a 1-color mark in this way. If Netflix is looking to expand their influence into other areas, this new look would be better suited.

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